14 May 2009

Do Web Ads Have Time Period Sensitivity?

This is a fascinating question - is there a prime time to the web when advertising is better received.

As we all know (or should know by now) the web is now absorbing as much mindshare as TV. For certain population segments the web has surpassed that of TV. Conan O'Brien who takes over from Jay Leno on the Tonight Show June 1st is even running ads on the US Network NBC touting that his show looks better on TELEVISION.

eMarketer using UK research drawn from Lightspeed Research and the Internet Advertising Bureau (IAB UK), show that the best time is (not surprisingly) night time.


Now note that because effectively you live in REAL time on the web - yet you can time shift tv - this is more effective information that can be used. Thus Evening viewers really are evening viewers rather than slotting a commercial into US Prime Time TV that has a greater than 40% chance that it will be time shifted.

But perhaps we should accept that the amount of influence formal advertising has over us has diminished over time and now the new "Hidden Persuaders"* are those who run Google and Facebook.

Time to finally move over Madison Avenue - its all about the Valley now.


* For those who are tender in their youth and don't get the reference - go here: http://en.wikipedia.org/wiki/Vance_Packard

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